Seven Summits of Marketing Research
Decision-based Analytics for Marketing's Toughest Problems
"Seven Summits of Marketing Research" reaches new heights in showing firms how to maximize their marketing ROI. It proposes a set of decision-based analytics for addressing seven of marketing's toughest problems, avoiding the tendency of existing methods to fall short on delivering to the bottom line. The book comes with decision software that allows users to explore alternative scenarios of resource allocation.
The book's path - from its inception as a joint collaboration between academic and practitioner colleagues, to its delivery using state-of-the-art models and decision software - makes it uniquely able to raise the standards of marketing measurement and practice.
The book and accompanying software are available below:
Book - 7 Summits of Marketing Research (online format)
Overview of Material